GO Telecom Rebooting a Brand
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In January 2017, we were invited by GO Telecom to launch their new brand strategy. At the moment, we faced some challenges and had to reinvent ourselves. Our aim was to change the perception of our brand and be a unique value-based provider of services. As I started this case, I wondered what kind of story was waiting for me. We had been successful in a very specific and narrow niche, but as we started growing, it was not enough. We were in a market with very few potential and not even in the first
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PESTEL Analysis
In the mid-2000s, a startup telecom firm named Global One (now named GO Telecom) emerged in Malaysia with its own vision, purpose, and brand identity. The company was founded by an international executive named Dr. John Loh (who is now the CEO of the company), with the motto of “making money as a social change” in the country. Dr. Loh had been working in various industries for years, and his vision for GO Telecom was rooted in his deep sense of commitment to the social welf
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I remember the day when the world had first started talking about the “GO” brand. It wasn’t because we were doing any groundbreaking marketing strategy; rather it was a simple communication strategy – a brand that stood for simplicity and was the voice of people who didn’t want to be a slave to technology. It was a brand that stood for something simple, yet it didn’t have a simple name. This simplicity of the GO brand set our company apart. The rest, as they say, is history. But, even with simplicity, I can see
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“What GO Telecom needs to tell is the story of why they decided to take a new direction: In a previous case study, we’ve talked about how we’ve moved from a brand with 16 years of branded history to a brand that is truly fresh and different. It wasn’t as if a sudden shift happened. Our customers’ needs changed over the years, and we had to adapt our products and services to meet their needs. But that’s what I’m here to tell you, and that’s what I’m
Marketing Plan
I have been following the news about GO Telecom’s rebranding and the efforts that the CEO has taken to update the company’s brand image. I’ve been in the industry for over 25 years and have seen several brands reinvent themselves, but I have never seen one that’s as ambitious and committed as GO’s. As a marketer, I know a thing or two about branding and the challenges that come with rebranding. So, I wanted to share my perspective with you as a fellow marketer and expert